Inovação de produto ou saída para a crise? O lançamento da cerveja Brahma Chopp no verão de 1934

Teresa Cristina de Novaes Marques and Maria Teresa Ribeiro de Oliveira
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Teresa Cristina de Novaes Marques: Uniao Pioneira de Integracao Social
Maria Teresa Ribeiro de Oliveira: Universidade de Brasília

História Econômica & História de Empresas, 2003, vol. 6, issue 1, pages 87-120

Abstract: This essay examines the history of Brazil's beer industry with a particular focus on one of its best known trademarks, Brahma Chopp. Presented by the advertising campaign made at the time of its launching as a product innovation, the new brand of beer represented, on one hand, an answer of Brahma Co. to the consumer market crisis brought by the 1929 crash. On the other hand, the advertising campaign reflected the process of Brahma's public image nationalization. Founded as a German owned enterprise in the of nineteenth century, the company felt the pressures of the anti German public opinion mood during the First World War. By studying Brahma Chopp's success, we examine a set of issues related to the history of consumer goods industry in Brazil: the long lasting political effects of the War, the impact of the 1929 crisis on that industry, competition in the beer market of Rio de Janeiro, and the role played by marketing and advertising in the economic and symbolic affirmation of an enterprise in its market.

JEL-codes: N86 E32 M37 N16 O14 L66 (search for similar items in EconPapers)
Date: 2003

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